Why celebrities can’t get enough of the wine and spirits category
From Harrison Ford for Glenmorangie to Pharrell’s bottles for Moet & Chandon, the celebrity-backed beverage sector has never been starrier.
Ever since the Roman Empire, drinking has been something of a democratic pursuit. The emperors would drink the same wine that was enjoyed by the commoners; drinking as a cultural concern was one of few links between high and low society. While we’re more or less democratised today, celebrities do sit in a unique position, not unlike those emperors of old, in that whatever they do, people tend to follow.
These days, there are new celebrity-endorsed drink brands cropping up almost weekly. How, then, does one separate the ventures of those truly interested in quality, versus those just looking at leveraging fan loyalty? The proof is simply in the bottle.
Australia has proven to be an enticing launching point for new alcohol brands, particularly tequila. The Spirits Business puts tequila as the fastest growing spirits category in Australia. And for business-savvy actor and wrestler Dwayne “The Rock” Johnson, Down Under was the perfect place to continue the international rollout of his Teremana tequila brand. “Australians appreciate the meticulous, caring strategy you have to put behind producing a high-quality tequila,” Johnson says. “We take our time at Teremana; we do it the right way. That’s years of production and care.”
Many other celebrities have chosen endorsement over the outright establishment of their own products. Actors Ryan Reynolds (who also retains a stake in Aviation American Gin) and Rob McElhenney made headlines for their investment in Welsh football side Wrexham, the subject of the popular television series Welcome To Wrexham. They have since taken to building their community further through society’s most common social lubricant: beer.
Wrexham Lager was founded in Wales in 1882 and is the oldest lager brewery still operating in the UK. It is about to enter a new phase under new co-owners Reynolds and McElhenney. “This is a brand with great heritage,” says James Wright, chief executive of Wrexham Lager. “So, to have Rob and Ryan on-board is huge for us.”
Perhaps few celebrity endorsements have been as in-your-face as those coming from the lyrics of rap and hip-hop. Champagne, cognac and the like are the go-to references for the most braggadocious of musicians flaunting their wealth. And many of those associations have flourished beyond the recording booths. Musician and current Louis Vuitton men’s creative director Pharrell Williams has both sung about booze and put his name to it, from a short-lived liqueur called Qream to his most recent work, a capsule with Champagne house Moët & Chandon which features his own design work on a suite of celebratory bottles.
“When I was old enough to toast with Champagne for the first time, Moët & Chandon was my point of reference,” Williams shares. “I suppose it’s just a tradition; it’s the ritual. This partnership allows us to elevate those celebrations in a meaningful, original way,” he adds of the Moët & Chandon Pharrell Williams Limited Edition Collection, which launches this month and puts birthdays centre stage. “By reimagining the birthday experience, we aim to create memories that are both universal and deeply personal.”
Tapping into the cachet of one of culture’s biggest and most influential tastemakers of the 21st century is a winning move by anyone’s standards.
The association between celebrity and alcohol also offers a chance at reinvention. An unexpected name into the drinks industry mix immediately creates its own buzz. Take veteran actor Harrison Ford, who fronts the latest campaign for renowned scotch distiller Glenmorangie, Once Upon a Time in Scotland, directed by Joel Edgerton. “The narrative was, ‘There’s this guy, he’s an actor, he goes off to make this commercial in Scotland, and this is what it’s like’,” says Ford, an ardent scotch drinker. “For me, it was just fun to take the p*ss out of myself. I think it has a certain charm to it because it’s unpretentious and just amusing.”
The gruff and famously dry-witted Ford is perhaps a fitting juxtaposition for Glenmorangie’s smooth drams.
However you view these celebrity-backed ventures, the fact now remains that if you’re imbibing in this modern era, your favourite stars are keen to join your table. Will you pour them a drink?
This story is from the March issue of WISH.
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